PENGARUH "WORD OF MOUTH" TERHADAP MINAT BELI KONSUMEN PRODUK BAKPIA PELANGI (survei Pada Pengunjung Toko Sumber Barokah Prambanan Periode 2019)

Eva Nur Safitri, NIM.: 14730074 (2021) PENGARUH "WORD OF MOUTH" TERHADAP MINAT BELI KONSUMEN PRODUK BAKPIA PELANGI (survei Pada Pengunjung Toko Sumber Barokah Prambanan Periode 2019). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Bakpia Pelangi is a culinary business that develops on Jl. jogja-solo km 17 to be precise at the Sumber Barokah shop. Every day, consumers come to the store. This product has its own way of promoting and spreading information about its products by word of mouth. WOM can be an influence of promotional methods because it is more trusted by consumers, generally information is disseminated from the experience of satisfied consumers using a brand or product. This has the effect of not only hearing information but also completing the act of buying a product and making buying interest increase. This research uses quantitative methods, and data distribution using a questionnaire. The sources sought in this study were Bakpia Pelangi consumers with the criteria of knowing Bakpia Pelangi products from other people and from WOM with a sample size of 100 people. The study used simple analytical techniques, and after processing it found the effect of word of mouth on purchase intention. The results showed that the relationship between the two variables was very strong because it was in the interval 0.80 - 1.00. This value indicates that there is a very strong relationship or relationship between word of mouth (Variable X) and purchase intention (Variable Y). while R Square is converted into percent, namely: 0.784 x 100% = 78.4%. This value shows that 78.4% of the influence of word of mouth on the purchase intention of Bakpia Pelangi products. Meanwhile, the remaining 21.6% is influenced by other factors not examined.

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